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http://dx.doi.org/10.14400/JDC.2018.16.6.053

Analysis of Causal Model Attributes of Model Affects to Corporate Attitudes in CSR Advertising: Message authenticity mediation effect  

Kim, Nami (Dept. of Advertising and Public Relations, Namseoul University)
Yu, Seung Yeob (Dept. of Advertising and Public Relations, Namseoul University)
Publication Information
Journal of Digital Convergence / v.16, no.6, 2018 , pp. 53-61 More about this Journal
Abstract
In this study, we investigated whether the model attributes of CSR ads (value addition, attractiveness, expertise, trustworthiness) affect the attitude of the company. We also examined the mediating role of message authenticity in the model attributes and corporate attitudes of CSR advertisements. The results of the study are as follows. First, the value addition, attractiveness, and reliability of the CSR advertising model have a positive effect on the message authenticity of the CSR advertisement. Second, the attractiveness and expertise of the CSR advertising model have a positive effect on the attitude of the company. Third, the effects of the CSR advertising model on the value addition, attractiveness, and reliability are completely mediated by the message authenticity of the CSR advertisement. The results of this study suggest that it is effective to select the models with value addition, attractiveness, and expert image when producing CSR advertisements.
Keywords
CSR advertisement; Model attribute; Message authenticity; Corporate attitude; CSR advertisement effect;
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